摘要自改革开放以来，国家愈发繁荣昌盛，国民的生活水平也得到了提高。人们对生活的追求不再是满足于温饱，更是生活的舒适。对于服装，要求不再是简单的保暖，人们会选择更符合自己审美的时尚衣裳了。中国加入WTO后，国际贸易日益频繁，很多本土服装品牌有机会面向全球，同样，有许多外国服装品牌也开始涌入了中国市场。这时候人们在服装上有了更多的选择，本土服装品牌面临着极大的挑战。本文选取潮流前线作为主要的研究对象，立足于国内服装品牌的营销现状，针对潮流前线服装产品营销中存在的问题，给予应对策略。在此过程中，充分参考和有选择的借鉴行业内领先企业的营销策略，取长补短，不断完善潮流前线的营销策略。期望方案能得到落实并能切实对潮流前线策略提升，同时希望这些措施能为同类企业提供一些有益的帮助。关键词：服装行业品牌营销营销创新AbstractSincethereformandopeningup,China'seconomyhasmadeaqualitativeleapandthelivingstandardsofitscitizenshavealsoimproved.People'spursuitoflifeisnolongersatisfiedwithfoodandclothing,butalsothecomfortoflife.Forclothing,therequirementisnolongersimpletokeepwarm,andpeoplewillchoosefashionableclothesthataremoreinlinewiththeiraesthetics.AfterChina'sentryintotheWTO,internationaltradehasbecomeincreasinglyfrequent,andmanylocalclothingbrandshavetheopportunitytofacetheworld.Similarly,manyforeignclothingbrandshavealsobeguntofloodintotheChinesemarket.Atthistime,peoplehavemorechoicesinclothing,andlocalclothingbrandsarefacinggreatchallenges.ThispaperselectsCELUCASNasthemainresearchobject,basedonthecurrentstatusofdomesticapparelbrandmarketing,andgivescountermeasurestotheproblemsinCELUCASNapparelproductmarketing.Inthisprocess,fullyrefertoandselectivelydrawonthemarketingstrategiesofleadingcompaniesintheindustry,learnfromeachother,andconstantlyimprovethemarketingstrategiesofthetrendfrontline.Itishopedthattheplancanbeimplementedandthefrontlinestrategycanbeeffectivelyimproved.Atthesametime,thesemeasurescanprovidesomeusefulhelpforsimilarenterprises.Keywords:GarmentIndustryBrandMarketingMarketinginnovation目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc32775036"一、引言PAGEREF_Toc32775036\h1HYPERLINK\l"_Toc32775037"（一）研究背景和意义PAGEREF_Toc32775037\h1HYPERLINK\l"_Toc32775038"二、潮流前线的市场营销环境分析PAGEREF_Toc32775038\h1HYPERLINK\l"_Toc32775039"（一）市场营销的宏观环境PAGEREF_Toc32775039\h1HYPERLINK\l"_Toc32775040"（二）市场营销的微观环境PAGEREF_Toc32775040\h3HYPERLINK\l"_Toc32775041"三、潮流前线营销模式存在的问题PAGEREF_Toc327750